Typology of Desires 1981

Attitudes to consumption and quantitative recording of consumer habits.

Topics: 1. In the form of a housekeeping book the following was
recorded: intensity of use, purpose of use as well as household supply
of cooking fats, salad oils, ready-to-serve meals, household cleaning
agents and articles of hygiene; preferred shopping places.

2. Oral survey: eating habits; detailed recording of reading habits
regarding selected magazines; paying attention to commercial television
broadcasts; importance of areas of life; personal opinion leadership.
Scales: attitude to advertising; brand loyalty; pleasure-loving;
quality consciousness and interest in product information.

Demography: age; marital status; year of marriage; religious
denomination; school education; occupational training; occupation;
employment; income; household income; number of recipients of income;
household size; household composition; respondent is head of household;
city size; state; citizenship; possession of telephone; possession of
car.